The Melbourne Formula 1 Grand Prix is Australia’s biggest motorsport event. Brands spend millions to advertise during it. Except Powerball who didn’t want to pay to be a TV sponsor. We knew the importance of multi-screen viewing so we created our own Social Media Grand Prix. Three unsuspecting competition winners were told they’d be enjoying the big race in the ‘lap of luxury.’ They didn’t know they’d be sent around the track in a race of their own. While 1.2 million Australians watched the actual race on TV, our social media grand prix beat it by 34%, reaching over 1.6 million people. All without spending a cent in sponsorship.